Strength of Brand
Your brand reflects you, your values, and your vision for your company. Your company should stand for excellence. Excellence needs to permeate throughout every aspect of your business. If you are a chiropractor like most of my clients, then you should focus on these key areas.
- Technology
- Diagnostics
- Chiropractic technique
- Communication
- Leadership
- Business
If your brand is confusing, then people will not trust you and if people don’t trust you, they won’t buy from you. What do I mean by this?
For example, let’s say that you run a wellness practice and you and your team talk about wellness for the whole family. When a new patient goes onto your website, your website immediately mentions PI and Pain, so the potential patient thinks that you are a pain doctor, when they read your brochure it’s all about pain and ways to get rid of pain so they definitely think they’re in the right place. Then you sit down to do your consult and you talk about their pain and how to get out of it. Great, they are sold. You sit down to do your report and you’re talking about 3-4 months to get to wellness and they are completely bamboozled. They don’t buy. Why? Because your website talked about pain, your brochure talked about pain, your consult addressed their pain, and then you’re talking about wellness in the report. That is not congruent.
Your brand needs to be same across all platforms. If you are a wellness practice then talk about wellness on your website, in your brochures, in your consult. People like consistency, not change. Your technology should be long range wellness technology. Your diagnostics should look at subluxation and the ramifications of subluxation (arthritis, degeneration, etc…). Your technique should focus on total body wellness instead of spot treating the site of pain. Your communication should reflect wellness for the spine and nervous system. Your leadership to your team should talk about wellness at team meetings and to ask new patients if this appointment is for you and your whole family? Your business acumen should be marketing to and attending community events focused on families and prevention.
There is so much to discuss that one blog is not enough.
I know you have questions, so head over to my contact me page and ask away.